SKRIPSI DIGITAL
The Formulation of Business Strategies For UMKM Minum With SWOT Method and AHP Matrix
This research is a descriptive research with a qualitative approach. This study aims to formulate a business development strategy that can be applied to UMKM Minum that are the object of research are UMKM Minum which produce various flavored beverage products. Data analysis used IFE, EFE, IE, SWOT and AHP matrix. The score obtained through the IFE matrix is 3.37 and the EFE matrix is 3.48. The results of the IE matrix analysis of the position of UMKM Minum is in quadrant I. The alternative strategies obtained based on the SWOT analysis are maintaining and improving service quality to maintain customer satisfaction, maintaining product quality consistency to maintain customer loyalty, improving human resources to increase customer satisfaction, improving stock management through cooperation with suppliers, maintaining product and service quality in market competition, increasing attractive promotions to increase customer attractiveness, revamping the layout of the outlet room to make it look wider. The recommended suggestion based on the AHP matrix is to increase attractive promos to increase customer attractiveness with a TAS value of 6.33.
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